This Black Friday, one class of retailers has figured out the trick of luring shoppers suffering through frigid temperatures and high inflation: teen brands.
To tempt picky Americans, they are offering sales on products like perfume, body wash and sweatshirts. It’s seemingly paying off: The most crowded stores Friday in cities across the US belonged to brands including Edikted, Kendra Scott, and Bath & Body Works.
Other mall retailers saw thin crowds and disappointed shoppers, who were expecting bigger discounts at higher-end brands like Ralph Lauren and Coach.
Brands popular with younger shoppers and on TikTok — even if the discounts aren’t that eye-popping — seem to be hitting with shoppers this Black Friday. Alo Yoga, Brandy Melville and Kendra Scott, also brands that appeal to younger shoppers, were bustling in various places.
Sisters Zoe, 13, and Berkley Slick, 16, were waiting to get into Kendra Scott in the Jordan Creek Town Center mall in West Des Moines, Iowa, for their first Black Friday shopping experience. “It’s very overstimulating,” Zoe said, looking around at the packed mall.
